Why CRO Is Essential For Every Company

Every website has a conversion rate. If 3 out of every 100 visitors to your website makes a purchase, your website has a conversion rate of 3%. But...what if you could increase that number? What if instead of 3%, you could convince 4% of visitors to make a purchase?

That’s a 33% relative improvement in your conversion rate, a significant but achievable goal that could have a staggering impact on your bottom line. Just think of the effect an improvement like this would have on your company. It would literally improve the performance of everything else you’re doing online. No matter where your website visitors are coming from—email marketing, SEO, paid traffic, social media—getting a higher percentage of them to complete a purchase will increase your ROI from every traffic channel.

That’s the goal, the dream, and the very real potential of Conversion Rate Optimization (CRO).

By applying the principles of CRO throughout your entire marketing funnel—from your homepage to your landing pages, emails, and even your ads—we provide continual improvement over time that increases your profits and market share. CRO helps companies like yours to...

Generate more revenue from your visitors

Get more leads & customers from the same marketing spend

Improve revenue over time

Increase revenue/visitor

Increase market share with continual improvement

Read on to discover how our conversion rate experts at BKMedia can help you hit your KPIs and achieve the business growth you desire.

CRO Can Help When…

Are you facing any of these challenges in your business?

People aren’t filling out your form.

Not enough people complete a purchase.

People don’t stay engaged after signing up.

People don’t return back to your site after visiting.

One or more of your pages has a high bounce rate.

People are leaving your site too quickly.

Visitors are adding products to their cart, then leaving without completing their purchase.

One or more traffic channels (organic search traffic, paid traffic, etc.) is underperforming.

You’ve tried making changes to your site but your performance just isn’t improving.

If one or more of these problems hits home for you, then it’s time to trust your website optimization to a professional agency with a track record of success.

What Do We Optimize On Your Website?

To improve your website’s conversion rate, we draw on a variety of different disciplines—including behavioral research, analytics, consumer psychology, user testing & UX design, persuasive copywriting, and more. And we use these disciplines to improve every measurable part of your online conversion funnel:

Data & Analytics

The conversion rate optimization process is highly analytical and dependent on accurate & actionable data. That’s why, before making any changes, we’ll perform a thorough audit of your analytics setup to make sure you’re tracking the right metrics in an accurate manner.

Site Speed & Other Technical Issues

If your site doesn’t work, it can’t possibly convert. That’s why we make technical improvements a high priority on your website. We’ll test your browser compatibility to make sure nothing is broken or impossible to use—no matter what kind of device or browser your visitors are using.

And we make site speed testing & optimization a big part of our focus. According to research from Google, 53% of users will leave a site that takes longer than 3 seconds to load...and mobile pages that load 1 second faster see up to a 27% increase in conversion rate.2 These are just a few of the reasons why it’s so important to make sure your site loads quickly, even for users who are on their phone.

Value Proposition

Your value proposition is the single most important message on your website. It’s a promise of the value that your product or service will deliver, and it encapsulates how your product or service will solve your prospect’s problems, deliver the benefits they want, and do it in a way that’s different or better than your competitors.

Simply put, your value proposition is a concise statement that tells visitors why they should stick around, learn more about your company, and purchase your product or service. This makes it one of the most important things to test on your website—and it’s why we’ll make sure to take the time to help you craft different variations on your value proposition and test them until we find the one that works best for you.

Site Design & User Experience

Have you ever visited a website that was confusing, hard to navigate, or just difficult to use? That’s what you call a bad user experience, and unfortunately, even today it’s all too common on business websites. The good news is that even the worst website can be redesigned to give it a more professional & attractive appearance, while making it easier and more intuitive to use and navigate. The result will be a lower bounce rate (meaning less people will leave your site right away) and a longer average session length (meaning people will spend more time on your site).

Content & Copywriting

The words on your website have the potential to stop your visitors in their tracks, seize their attention, and compel them to read on...but only if they speak to your visitor’s desires in a clear and persuasive way. The wrong copy, on the other hand—copy that’s poorly written, hard to read, doesn’t speak to the benefits of your product or service, is too focused on you (rather than the visitor), and so on—is easily ignored and makes it easy for visitors to leave your site and forget all about you.

That’s why we place a big emphasis on optimizing your copy and content for conversions. We’ll make sure your copy is benefit-rich, easy to read, and speaks to the visitor’s problems and desires. The result will be copy that more clearly conveys the value of your product or service, and a website that generate more sales and conversions.

Calls to Action

A call-to-action (CTA) simply refers to any button, link, or form on your website that asks the user to take some action—whether that action means adding a product to their cart, contacting you for a free demo, or simply signing up for your newsletter.

Because your calls to action play such an important role in the conversion process, we’ll optimize and test different variations of your CTAs to ensure you get the most purchases, sign-ups, and leads from your visitors.

Distractions & Other Sources of Friction

Many websites are full of unintentional distractions and sources of friction that can stop a would-be conversion in its tracks. An example might include a link on your product page that takes visitors to another website—distracting them from the purchase they were just about to make.

We’ll identify the sources of distraction and friction on your site and remove them, helping to avoid lost sales—and maximize conversions & revenue.

Shopping Cart & Checkout Flow

The rise of ecommerce and online shopping has led to another phenomenon: shopping cart abandonment. Statistics vary per industry, but on average, 77.25% of visitors will abandon their shopping cart...which means only about 1 in every 4 people who adds something to their cart will actually complete their purchase!1

The good news is that these people are very close to completing a purchase, which makes optimizing your shopping cart & checkout flow one of the highest-ROI activities we can perform on your website.

BKMedia Case Studies

Here are just two examples of how we’ve used the Conversion Rate Optimization Process to help substantially grow our clients’ visitors, sales, and revenue. Take a look through these case studies, and then contact us—we’d love to make you our next big success story!

CRO Service We Offer

We follow a time-tested and data-driven CRO methodology that is proven to identify opportunities for improvement on your website, develop testable hypotheses, and implement changes that have been shown through testing to improve the performance of your website.

Step 1: Strategy Session

Conversion rate optimization is only effective when we’re optimizing your site for the right metrics and KPIs. That’s why the first step in our process is to sit down with key decision-makers in your company and identify your top objectives and goals. Together we’ll agree on the most important metrics to improve on your website, and put together a smart strategy to achieve your goals.

Step 2: Data Gathering & Opportunity Discovery

The next thing we’ll do is perform a high-level audit of your site. This is where we’ll identify and test all your conversion points, and make initial observations regarding your design, functionality, and flow. We’ll conduct a technical analysis to discover issues like browser compatibility problems and site speed issues.

This is also where we begin to track important qualitative data on your visitors’ behavior, such as:

User testing & tracking

Heatmaps & clickmaps

Session recordings

Surveys & polls

Competitive analyses

These insights into your visitors’ behavior will provide us with some great ideas for tests to improve the performance of your website.

Step 3: Creation Of Hypotheses & Variations

Now that we’re gathering the data we need to learn where your visitors are getting stuck, we’ll do a deep-dive into your analytics and the more quantitative data on your website’s performance. Whereas Step 2 helps us to determine what changes to test, Step 3 is where we identify where we should implement those changes for the biggest overall impact. Together, these two steps provide us with the information we need to generate hypotheses for testing.

After that’s complete, the next step is simple: we’ll leverage our expert in-house web design team to design and code the variations!

Step 4: Run Split Tests

Now that your website variations are complete, it’s time to test them against what you currently have on your website. But first, we need to figure out a few things.

First, we need to translate your KPIs into website actions. In many cases this is simple: if your KPI is getting more leads, then an appropriate website action might be filling out your lead form. Next we’ll decide on the test parameters: how many visitors will each variation need to reach statistical significance, and how long will the test need to run?

With these last details finalized, we’ll start your A/B split test and run it until it reaches statistical significance.

Step 5: Evaluation & Further Optimization

When your test is complete, we’ll perform a thorough analysis of the results and, when applicable, implement the winning variation. Even more importantly, we’ll take what we learned in your test and use those results to create new hypotheses that we can test (going back to Step 3).

This creates a feedback loop that continually provides us with insights that we can use to optimize your site. This is how we are able to continually improve your website’s performance more and more over time.

What If I Have A “Low-Traffic Site”?

Conversion rate optimization and split-testing is one of the most powerful marketing techniques available online...but performing true CRO requires a certain amount of traffic to be able to run an A/B split-test with statistically significant results. As a result, we often get the question: What if my website doesn’t have enough traffic to run a split-test?

This is the reality for many companies—but don’t despair! Just because you can’t run a true split-test to statistical significance does NOT mean that we can’t still optimize and improve the performance of your website.

How can we optimize a low-traffic site? There are many ways, including:

Gathering and analyzing all the same data, so even if we can’t test every change, we’ll still know where your conversion sticking points are and work to improve them.

Testing big changes rather than small ones (radical redesigns instead of “meek tweaking”)—a strategy that is more likely to result in big improvements.

Optimizing other parts of your marketing, such as split-testing ad copy, email subject lines, and social media ads for better clickthru rates (CTR) and cost per click (CPC).

Applying best practices wherever possible to make sure you’re taking advantage of all low-hanging fruit on your website.

The bottom line is: while not every single website can perform true A/B testing, every site CAN benefit from our data-driven optimization process. And if you’re not sure whether you get enough traffic to test or not—then contact us and we’ll help you figure that out!

Schedule Your Free Strategy Session

If you’re tired of visitors leaving your website without taking action or making a purchase, contact us for your free strategy session. We’ll help put together a plan to identify and optimize the critical pieces in your website’s conversion flow, so you can start turning more visitors into leads and customers.